Supplement on Public Relations: Choosing & Using - Pushed on to the public stage/Effective media training is vital if an organisation is to put across a consistent message and avoid damaging gaffs. Robin Cobb highlights the key factors to bear in mi

The prospect of talking to the media causes mixed reactions. Some distrust and avoid any contact; from others there is a sudden rush of ill-considered words liable to misinterpretation or exploitation.

The prospect of talking to the media causes mixed reactions. Some

distrust and avoid any contact; from others there is a sudden rush of

ill-considered words liable to misinterpretation or exploitation.



While most organisations recognise the benefits of gaining the awareness

of the public generally - and of their customers, investors or

legislators specifically - few equip their management and technical

people to handle this. Yet their in-house press officers or public

relations consultants can only take the message so far. After that, the

media want to hear from the horses’ mouths.



A few executives are media naturals, knowing what to say and what not to

say, and represent their organisations with charm and apparent honesty.

But the vast majority can benefit from tuition.



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